While this graph only records the frequency of these labels, the data generated is more complex, considering how long these objects appear on-screen and when they show up the trailer.

This temporal information is particularly rich because it correlates with a film’s genre.

“For example a trailer with a long close-up shot of a character is more likely for a drama movie than for an action movie, whereas a trailer with quick but frequent shots is more likely for an action movie.”

By comparing this information with analyses of other trailers, Merlin can predict what films might interest the people.

Merlin thought that the movie Logan might appeal to those who saw X Men: Apocalypse, Doctor Strange, and Batman v Superman: Dawn of Justice. Not particularly surprising but it also thought John Wick: Chapter 2 would get a similar crowd.

It did get some things wrong. Merlin predicted that The Legend of Tarzan will be a big hit with Logan fans for example. The Revenant was another odd bedfellow.

Merlin also missed Ant-Man and Deadpool 2 as lures for the same audience..